Once upon a time, conspicuous consumption meant driving a Lamborghini, wearing a Rolex, or ordering sparkling water imported from the tears of Icelandic glaciers. Now, thanks to India’s excise duty hike and a 40% GST rate effective since February 1, the true badge of wealth is… lighting up a cigarette.
The dwindling, unhealthy tribe has suddenly ascended into high nworthy-hood. Each puff may still be a health hazard, but it’s a fiscal fireworks display, showing that even with premium packs now costlier by 55% than in January, the smoker has money to burn.
Combusting one’s disposable income – despite disapproving looks from even rich uncles and aunties – now counters the no-longer-cool quotient of smoking per se. In fact, smart smokers flaunting their sticks are increasingly just holding them between their fingers and displaying money turning to smoke. That is seriously lit.
Cigarettes could well be on their way to joining the new Hermes scarf, latest Luis Vuitton handbag, new IPO subscription. Forget stock portfolios that are so passe – your net worth is now measured in cartons. The fewer smokers there are and expensive the habit, the more elite the club becomes.
Don’t be surprised if Forbes soon lists ‘Top 100 Smokers by Net Burn Rate’. So, next time you see someone light up, don’t cough. You’re seeing the puffed-up plutocrats of conspicuous combustion.
Source from: https://brandequity.economictimes.indiatimes.com/news/marketing/gst-at-40-cigarettes-turn-into-indias-costliest-status-marker/130137538
